How to promote the sport of horse racing...? · 17.08.09
So Hastings Racecourse has instituted a number of initiatives over the past couple of years to raise the profile of horse racing on the local sports scene. While there is still a long way to go, the folks at Hastings are definitely on the right track (oops, sorry…):
- spruce up the facilities, fresh coat of paint, etc. — check;
- “We’ve got slots!” — sigh, check;
- bring back night racing on Fridays — check;
- encourage a younger demographic — check;
- institute “festival days” top-heavy with high-class races and horses, attracting both horseplayers and media attention — check;
- the inaugural Pacific Challenge, encouraging cross-border competition between racing stables at Hastings and Emerald Downs, again hopefully attracting bettors and the media — qualified check (only three horses shipped from Washington State on BC Cup Day);
- corporate mascot races — what the…?
As the kids would say, “OMFG, SRSLY?”
Yes, SRSLY.
OK, I enjoy a good laugh as much as the next guy. And I’ll admit the wiener dog racing was pretty cute. But whoever it was in the Hastings brain trust that came up with this wasn’t just “thinking outside the box” — he/she forgot there was a box to begin with. That is, what does any of this have to do with Hastings’ primary product?
The two goals of the “Mascot Derby” were to raise money for Variety — The Children’s Charity by getting race patrons to pledge money to the mascot of their choice, while also raising Hastings’ public profile. Let me be perfectly clear: I have no issue with either of those two goals. However, they could have been met just as easily by pledging a percentage of the handle from one race towards Variety, and promoting the hell out of that race in the local media. Alternatively, if a cute gimmick is needed, get a dozen members of the jockey colony to sprint down the homestretch to raise the money — no goofy costumes, but maybe each jockey could carry a plushy horse doll that could then be given away to some lucky kids in the crowd. Either of those two concepts would have been more true to what Hastings is all about.
What’s next — boxing matches between races? Oh wait, apparently that’s coming up, too — SRSLY.
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What do you think?
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Spoke to the marketing manager about just this idea:“Once you get them here through your gimmicks, WHAT are you doing to get them to understand and appreciate HORSE RACING so they will come back?”
Answer: That’s not my job
Response: You do work for a race track do you not?
Answer: That’s not my job.
NO wonder they only come to swill down beer and be rowdy, that is all they are being offered.
— Dr. TImothy Yatcak · Aug 18, 09:12 AM · #
Whisky-Tango-Foxtrot… So what IS her job?
The new Director of Racing has a degree from the racing industry program at U of Arizona — shouldn’t HE be coming up with better ideas?
— E-man · Aug 19, 01:17 AM · #
I am meeting with Paul Ryneveld (not Raj) today to discuss just that. I am of the opinion that Great Canadian CASINO is behind a different marketing plan than the promotion of thoroughbred horse racing. I will let you know what happens.
— Dr. Timothy Yatcak · Aug 19, 09:15 AM · #
Mr. Ryneveld is keenly aware of the challenges of racing on a national scope and hopes to introduce some innovations in the near future: ONE he discussed is use of a mobile betting terminal that employees could take to the newbies IN THEIR SEATS and help them slowly to learn to bet without the pressure packed situation in the last few minutes in line before a race. It still has a few bugs however and is being tested by Scientific Games Company.
— Dr. Timothy Yatcak · Aug 19, 03:17 PM · #